A strategy for communicating with specifiers [EVENT]

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A strategy for communicating with specifiers [EVENT]

21 Dec 2017

It is often the case that construction products are selected by more than just one influencer. For the product manufacturer, it is important to understand which specifiers are influencing product selection in their market, and the timing of their decisions, in order to effectively communicate with them - at the right time.

In this seminar, led by Chris Ashworth of Competitive Advantage, we will explore how to use insight to find your future construction customers and the communication channels available to engage with them in a changing market.

Overview
Designed for directors and managers with marketing roles, this seminar commences with an overview of the construction market and the drivers influencing industry specifiers.

Next, a look in detail at the stages of the specification process, the decision makers involved and how to make effective use of the communication channels available.

The seminar concludes by suggesting methodologies for implementing engagement strategies, using insight and workflows.

The presenters
The seminar will be led by Chris Ashworth, a leading authority on specification strategy. Chris will draw on the work his consultancy, Competitive Advantage, has done in developing construction personas as well as recently completed research, the Construction Media Index, into communication channels used by industry decision makers.

Michael Dall, Lead Economist at leading provider of construction intelligence Barbour ABI, will present the latest market overview and trends.

Our PR Manager for Barbour ABI, Jonathan Touhey, will also be presenting a case study on how Barbour ABI uses social media to engage with their audience.

Learning OutcomesYou will learn:
• The latest economic overview and trends for UK construction markets and what drives change in construction markets
• The stages of a construction project following the RIBA Plan of Works and when to influence decision makers
• The different decision makers in the construction process
• Marketing tools for communicating with specifiers and decision makers
• How best to communicate with each decision maker at key stages of project progression
• How to use insight and the engagement processes available to building product managers